Overview - key elements of Google's Mobile Strategy. Prepared by Dr. Phil Hendrix for GigaOM Pro Research Roundtable, Aug. 27, 2009.

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Google’s Mobile Strategy
Slides Prepared for GigaOM Pro Research Roundtable
Dr. Phil Hendrix, immr August 27, 2009
For more information, contact:
phil.hendrix@immr.org
+1 (770) 612-1488
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Related GigaOm Pro Research
Weekly
Research Notes
Updates
“Has the Window Closed
for Android?”
“Smartphone Privacy
Concerns Heat Up”
“Carriers Need Mobile
Developers for More
Than App Stores”
“Why Verizon’s App
Store Strategy is
Antiquated”
http://pro.gigaom.com http://jkontherun.com
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Panelists
Mike Wolfe, Moderator
VP, GigaOm Pro
Mike.wolf@gigaom.com
Dr. Phil Hendrix
Founder and Director, immr
phil.hendrix@immr.org
Colin Gibbs
Curator, GigaOm Pro Mobile
colin_gibbs@msn.com
Kevin Tofel
Managing Editor, jkkonthe run
kevin@gigaom.com
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Google at Work?
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Google at Work? In a sense, yes…
SVGTUG held its first Campout
(46 hour “hackathon”)
200 participants
In 3 days, attendees had to:
Pitch ideas (50 on Fri. evening)
Form teams
“Code like heck”
Have prototype ready to demo Sun. PM
Significance?
32 prototypes presented
New mobile app voted #2
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Google’s Mobile Strategy
1. Accelerate Innovation in Mobile Apps
Open Source (Android + Chrome) + Web Apps
Cloud computing + sandbox + tools for developers
Gears
GTUGs around the world
“Why can my car locate me in an
emergency and push notify emergency
responders but my 'smartphone' can't?”
H3LP – “Onstar for individuals”
http://al3rter.appspot.com/
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Can Google Accelerate Mobile
Innovation?
Apple
Has!
Source: Rise of the New Middle Class: iPhone Gets Original, Part II, Flurry Analytics, Aug. 21, 2009
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Google’s Mobile Strategy
1. Accelerate Innovation in Mobile Apps
2. Boost Mobile Adoption and Use (especially the Internet, Apps)
Increase Speed
Improve
Users’ Experience
Lower Cost
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Google Services…
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What Individuals Do on Mobile…
Find
Communicate
Do
Enjoy
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... and where Google Services Fit In
Find
Information/answers
Places
Products/vendors
People
Communicate
Talk
SMS
email
Voicemail
Do
Documents
Calendars
Enjoy Learn
Photos/video Shop/Purchase
Music
Games
Social networking
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Google’s Mobile Strategy
1. Accelerate Innovation in Mobile Apps
2. Boost Mobile Adoption and Use (especially the Internet, Apps)
3. Unlock Information, Content for Mobile Users
Places/
Web Photos Video Books Documents
People
Find/View
Store
Share
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Google’s Mobile Strategy
1. Accelerate Innovation in Mobile Apps
2. Boost Mobile Adoption and Use (especially the Internet, Apps)
3. Unlock Information, Content for Mobile Users
4. Monetize Content and Services
Familiar New
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Google’s Mobile Strategy
1. Accelerate Innovation in Mobile Apps
2. Boost Mobile Adoption and Use (especially the Internet, Apps)
3. Unlock Information, Content for Mobile Users
4. Monetize Content and Services
And controversial…
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15. MOBILE
Google’s Mobile Strategy
1. Accelerate Innovation in Mobile Apps
2. Boost Mobile Adoption and Use (especially the Internet, Apps)
3. Unlock Information, Content for Mobile Users
4. Monetize Content and Services
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Challenges for Google in Mobile
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Appendix
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Mobile Imperative –
Faster, Better, Cheaper
5-second speed up yields…
Latency
25% increase in page views
Kills…
10% increase in revenue
“Mobile Success rates:
Usability” – 38% (feature phones)
Oxymoron? 75% (iPhone) (July 2009)
Unaffordable
$60/
for
Month
Most
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Mobile Broadband Too Costly for
Mass Market
Half
“Interested”…
But Unwilling
to Pay More
than
$30/month
ABI Research Study, 2009
Source: Mobile Broadband: Pricing and Services, OECD June 29, 2009
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Google Enabling Mashups
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